Concord Litho: Sweet Smell Of Success
The beauty of scents is that they are not relegated to any one subsection of print customers. Tom Cook, president of Concord Litho and leader of its fundraising division, says the successes that their commercial customers are having with scent marketing led the company to suggest it as an option for its nonprofit clients.
One prominent nonprofit organization achieved a 24 percent response rate by adding peppermint-scented greeting cards to its fundraising package, and Concord Litho is constantly testing new inks, formats, equipment and ideas in its quest to provide the best possible response rates for all its customers.
"We go across our entire customer base; if we have success with one, then we look at clients in similar markets," he states. "We have customers who are adventurous and like to try new things."
In that sense, Concord and its customers are birds of a feather. This is a printer that is innovative in its own right, having patented the CoverSleeve, which essentially allows for magazine advertising in a typically taboo place: the front cover. Cover one contains a paper pocket with a small perforated thumb-tab that allows ads to be housed, literally, by the front page. One of Concord Litho's clients conducted its own study, which revealed that 70 percent of readers interact with and remember the format.
The Concord Litho CoverSleeve has appeared on the covers or inside the pages of many national publications, including Prevention, Entertainment Weekly, Reader's Digest and National Geographic. Its patent also covers using this invention as an advertising insert.
The company recently added additional in-line contour diecutting capabilities to its web presses. Peter Cook notes that shaped and pop-up pieces have been boosting response in recent tests.
"Some existing customers or prospects might be intrigued by a CoverSleeve with a scent," he says. "Or perhaps it's a special diecut that they can use. There are lots of products in our bag of tricks that we can offer our clientele."